Sky Sports coverage of the GAA gets underway this weekend with coverage of Kilkenny against Offaly from Nowlan Park.
We posed a number of questions around the new dawn for the broadcasting of gaelic games to a panel of sports marketing experts from within the Sport for Business community. This weeks panel is Greg Keane from Wilson Hartnell, Emma Williams from Edelman, Darragh Persse from The Brand Fans and Diarmaid Walsh from Murray Consultants. This is what they had to say…
What are you looking forward to most about Sky’s entry to the GAA broadcast landscape?GK: I’m really looking forward to seeing how Sky will cover the games in terms of what they will do new and differently to current and former Irish broadcasters of GAA. Will it be similar in style to their football and rugby coverage, and what innovation they bring to the table. I thought they would have been more adventurous with their panel selection but they have opted for a tried-and-tested approach, with all the pundits, presenters and commentators having previous on-air experience and all four football and hurling pundits previously working with TV3. Maybe they will bring in some other guests for specific games during the Championship.
EW: I am looking forward to seeing how Sky can market the sport in the UK and further afield. The work they have done for Darts and Cricket since taking over the rights has brought both sports to a wider audience. I think Sky’s coverage will be remarkably different to what we are used to with RTE. RTE’s The Sunday Game has been broadcast in the same format with the same presenters give or take one or two changes for so long, and despite improved analysis it will be refreshing to see something new. Opinion and debate are always welcomed in Ireland when it comes to sport and Sky have shown themselves to be experts in these areas across other sports so the GAA will be no different.
DP: I am looking forward to something new and different. It should be a great summer of Championship action with both broadcasters bringing something different to the table and I believe its good for both of them, the sport and the fans to have this healthy competition. I am looking forward to a new perspective, different points of view and hopefully lots of innovation in programming in the way that Gaelic Games are presented. Sky have a reputation for world-class programming and I expect they will use this expertise to produce a great show, one that will appeal to a global audience and one that Gaelic Games deserves.
DW: Looking forward to seeing what Sky bring to the table in terms of improving GAA coverage in general, Sky are responsible for bringing other sports/competitions to new levels in terms of professionalism and viewer interest.
Is there any particular innovation you would like to see in the first summer of coverage?
GK: It would be great to see some innovation with second-screen viewing, which is now a key element of sports broadcasting. Sky has a very good second-screen platform for the Premier League where users get a Football Match Centre section with stats galore on players and teams, as well as a curated Twitter feed with aggregated football fan commentary, so it would be very interesting to see this replicated for GAA.
EW: Sky are renowned for their in depth analysis and the use of the latest technology to systematically break down passages of play and facets of other sports. Anything that will enhance the viewer’s understanding and enjoyment of the game, especially with new viewers, is a good thing in my opinion and I look forward to seeing what they can bring to the table.
DP: There are two areas that I would like to see greater innovation. At The Brand Fans, we put fans first so both relate to what we believe fans want from their sport and their broadcaster. Firstly more interaction with greater use of social media to drive the debate, allowing fans to interact from around the world and have a better second-screen experience no matter where they are. Secondly with huge developments in player analytics (including technology from a few Irish companies) we would love to see Sky pioneering this technology and brining it to data hungry fans in a fun and exciting format, showing off the huge level of commitment GAA players demonstrate week in and week out.
DW: The in studio tactics board!
Will the value of county sponsorships rise as a result of the extra international coverage?
GK: It has to offer some additional value to sponsors as the deal will increase the GAA’s exposure and ultimately this will result in more awareness for sponsors. People in Ireland will be tuning in to see Sky’s coverage – even initially for the novelty factor – but of course the key element the GAA have been emphasising is the value of the service to the Irish diaspora, so brands can benefit from this, in particular if their product is not specific to the Irish market. Brands can benefit from the additional exposure through clever and strategic social media activation and e-commerce to support this.
EW: Yes I believe it will. Any additional coverage for sponsors both domestically and abroad can only add value to their sponsorship deals. The UK is a huge market for a lot of the companies currently sponsoring inter-county teams and I’m sure they will be delighted with the additional coverage which would not have been foreseen when they put their sponsorship agreements in place. I imagine this will affect the future negotiation of sponsorship deals as a result.
DP: I don’t believe this deal will see the value of County sponsorships rise in the short or medium term. In my experience local budgets drive local sponsorships deals in Ireland so even for those Counties who are lucky enough to have global brands as partners, the local budget holders will not feel the benefit of global audiences and therefore are unlikely to commit to higher fees. Therefore unfortunately it remains a very difficult and challenging environment for most Counties to secure sponsorship deals. However I am a big supporter of this move and I do believe in the long-term that could change and that we should take these positive steps forward, increasing exposure for the game and I am sure it will eventually have a positive commercial impact for the Counties.
DW: Unlikely to rise unless Sky can attract significant increases in viewership figures than already existed with TV3.
What do you think will be the result and the winning margin from Saturday’s first game between Kilkenny and Offaly?
EW: Sky are renowned for their in depth analysis and the use of the latest technology to systematically break down passages of play and facets of other sports. Anything that will enhance the viewer’s understanding and enjoyment of the game, especially with new viewers, is a good thing in my opinion and I look forward to seeing what they can bring to the table.
DP: There are two areas that I would like to see greater innovation. At The Brand Fans, we put fans first so both relate to what we believe fans want from their sport and their broadcaster. Firstly more interaction with greater use of social media to drive the debate, allowing fans to interact from around the world and have a better second-screen experience no matter where they are. Secondly with huge developments in player analytics (including technology from a few Irish companies) we would love to see Sky pioneering this technology and brining it to data hungry fans in a fun and exciting format, showing off the huge level of commitment GAA players demonstrate week in and week out.
DW: The in studio tactics board!
Will the value of county sponsorships rise as a result of the extra international coverage?GK: It has to offer some additional value to sponsors as the deal will increase the GAA’s exposure and ultimately this will result in more awareness for sponsors. People in Ireland will be tuning in to see Sky’s coverage – even initially for the novelty factor – but of course the key element the GAA have been emphasising is the value of the service to the Irish diaspora, so brands can benefit from this, in particular if their product is not specific to the Irish market. Brands can benefit from the additional exposure through clever and strategic social media activation and e-commerce to support this.
EW: Yes I believe it will. Any additional coverage for sponsors both domestically and abroad can only add value to their sponsorship deals. The UK is a huge market for a lot of the companies currently sponsoring inter-county teams and I’m sure they will be delighted with the additional coverage which would not have been foreseen when they put their sponsorship agreements in place. I imagine this will affect the future negotiation of sponsorship deals as a result.
DP: I don’t believe this deal will see the value of County sponsorships rise in the short or medium term. In my experience local budgets drive local sponsorships deals in Ireland so even for those Counties who are lucky enough to have global brands as partners, the local budget holders will not feel the benefit of global audiences and therefore are unlikely to commit to higher fees. Therefore unfortunately it remains a very difficult and challenging environment for most Counties to secure sponsorship deals. However I am a big supporter of this move and I do believe in the long-term that could change and that we should take these positive steps forward, increasing exposure for the game and I am sure it will eventually have a positive commercial impact for the Counties.
DW: Unlikely to rise unless Sky can attract significant increases in viewership figures than already existed with TV3.
What do you think will be the result and the winning margin from Saturday’s first game between Kilkenny and Offaly?
GK: Kilkenny look very strong again this year after their successful league campaign and Offaly have not had the best preparation, so I think Kilkenny should have far too much for the visitors and win comfortably by around eight to ten points.
EW: Offaly will be hugely motivated for this clash and Kilkenny have a couple of injuries in key positions but their league form was good and they pipped Tipperary to the league title after extra time. This will stand to them hugely as Offaly haven’t played to that level of intensity or physicality yet this year. I think it will be close for the first third and Kilkenny will pull away then with a winning margin of between 9 and 12 points.
EW: Offaly will be hugely motivated for this clash and Kilkenny have a couple of injuries in key positions but their league form was good and they pipped Tipperary to the league title after extra time. This will stand to them hugely as Offaly haven’t played to that level of intensity or physicality yet this year. I think it will be close for the first third and Kilkenny will pull away then with a winning margin of between 9 and 12 points.
DP: Great match to start with for Sky. I think Kilkenny with take it home, The Cats by 4 points.
DW: I can’t see anything other than a Kilkenny win but I think Offaly will put it up to them for 50/55 minutes.
If you were asked to script the opening line of the coverage, what would you say?
GK: Without intending to give Mr Brolly even further exposure, but tongue in cheek… You’re very welcome to Nowlan Park in Kilkenny for Sky’s first ever live broadcast of a GAA game as Kilkenny take on Offaly in the Leinster Senior Hurling Championship Quarter-Final. The sun is shining and it’s not quite BayWatch weather, but we do have our very own David Hasselhoffs here…Jamesie and Nicky, you’re very welcome…
EW: This is a difficult one. I would like to see Sky refer to the history, passion and amateur ethos of the GAA in their opening coverage and maybe even throw in a line or two as Gaeilge. If not, then something simple like “Welcome to a historic day for both the GAA and Sky Sports. Sit back and enjoy the passion, flair and skill of amateur sports men who are prepared to leave everything on the field of play as they represent themselves, their families, their parishes and their County.”
DP: I would go for a traditional Irish opening welcome and a confident comment on how great Gaelic Games are – ‘Dia bhur mbeathasa agus cead fáilte romhaimh go dtí Craobhchomórtas Sinsear na hÉireann san iománaíocht ar Sky Sports. Hello and welcome to the GAA Hurling Championships on Sky Sports. We start our Championship coverage with the fastest field team sport in the world with Kilkenny taking on Offaly’.
DW: I would make light of the recent and initial teething problems Sky have had and have a laugh about it before welcoming viewers.
Wilson Hartnell, Edelman, The Brand Fans and Murray Consultants are full members of the Sport for Business community. To learn more about membership click here.
DW: I can’t see anything other than a Kilkenny win but I think Offaly will put it up to them for 50/55 minutes.
If you were asked to script the opening line of the coverage, what would you say?GK: Without intending to give Mr Brolly even further exposure, but tongue in cheek… You’re very welcome to Nowlan Park in Kilkenny for Sky’s first ever live broadcast of a GAA game as Kilkenny take on Offaly in the Leinster Senior Hurling Championship Quarter-Final. The sun is shining and it’s not quite BayWatch weather, but we do have our very own David Hasselhoffs here…Jamesie and Nicky, you’re very welcome…
EW: This is a difficult one. I would like to see Sky refer to the history, passion and amateur ethos of the GAA in their opening coverage and maybe even throw in a line or two as Gaeilge. If not, then something simple like “Welcome to a historic day for both the GAA and Sky Sports. Sit back and enjoy the passion, flair and skill of amateur sports men who are prepared to leave everything on the field of play as they represent themselves, their families, their parishes and their County.”
DP: I would go for a traditional Irish opening welcome and a confident comment on how great Gaelic Games are – ‘Dia bhur mbeathasa agus cead fáilte romhaimh go dtí Craobhchomórtas Sinsear na hÉireann san iománaíocht ar Sky Sports. Hello and welcome to the GAA Hurling Championships on Sky Sports. We start our Championship coverage with the fastest field team sport in the world with Kilkenny taking on Offaly’.
DW: I would make light of the recent and initial teething problems Sky have had and have a laugh about it before welcoming viewers.
Wilson Hartnell, Edelman, The Brand Fans and Murray Consultants are full members of the Sport for Business community. To learn more about membership click here.
The Friday Forum will be a regular feature. Contact us today if you would be interested in contributing your thoughts on the issues of the day between sport and business.
